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An inviting breakfast room floored with Armstrong’s Parquetry Inlaid Linoleum—Pattern No. 650 


Copyright 1918 by Armstrong Cork Company, Linoleum Department, Lancaster, Pa. 
All Rights Reserved 


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Helpful Hints for Lmoleum Salesmen 


in the linoleum field that the salesman 

who does not keep adding to his stock 
of linoleum knowledge cannot possibly get 
his full share of linoleum business. The rapid 
increase in the scope and variety of patterns 
alone suggests how rapidly these new ideas 
are forging to the front. Not so long ago, 
linoleum was thought of only in terms of tile 
and mosaic designs, suitable for kitchen, 
pantry and bathroom. But now the Arm- 
strong Line alone comprises approximately 
380 designs, including parquetries, jaspés, 
mattings, “carpet” inlaids, granites and 
several new and beautiful plain colors. 


Nie developments are coming so fast 


This growth in linoleum designing is in 
response to a real demand for linoleum for 
every room in the house. You know that in 
Europe the artistic possibilities of linoleum 
have been developed to such a degree that 
many fine homes have linoleum floors 
throughout. And now the idea of linoleum 
for every room is spreading to America, 
and opening wide the door of opportunity 
for every floor covering salesman. 


The Armstrong national advertising cam- 
paign—inaugurated in the fall of 1917—has 
already stimulated the demand for colors 
and patterns suitable for living-room, dining- 
room, hall, bedroom, library, nursery or 
enclosed porch. This campaign is under the 
direct supervision of Frank Alvah Parsons, 
a prominent American authority on interior 
decoration. As fast as the inquiries come in 
we are turning them over to the merchants. 
And that is helpful for the salesmen as well as 
for the merchant. 


Other recent developments upon which 
the linoleum salesman needs to keep himself 
well posted are: 


|. The rising cost of hardwood is hastening 
the day of linoleum as a floor—a sanitary 
base on which to throw fabric rugs. 


2. The growth of fireproof construction, 
even for residences, is raising linoleum to new 
dignity and importance. Linoleum is not 


fireproof, but its use, in place of wood floors, 
radically reduces the volume of combustible 
material required for flooring purposes— 
especially since the wooden sleepers, which 
must be embedded in the concrete floor 
slabs if wood floors are used, are not required 
to hold linoleum in place. 


3. The widespread movement for better 
sanitation in homes gives still another impe- 
tus to linoleum selling. You know that 
linoleum is much more sanitary than wood 
floors because the linseed oil in linoleum itself 
tends to destroy disease germs. 


4. This is also the age of the Home Beau- 
tiful movement. The Armstrong national 
advertising campaign—under the supervision 
of Mr. Parsons—helps to make this move- 
ment a part of the linoleum salesman’s 
stock in trade. For Mr. Parsons is known 
as a leader in the new movement which seeks 
to popularize the Home Beautiful. And all 
Armstrong advertising is designed to show 
Armstrong’s Linoleum as a logical and insep- 
arable part of intelligent, artistic room-by- 
room decoration. 


“The Art of Home Furnishing and Deco- 
ration’ is, in fact, the title of a book which 
Mr. Parsons recently prepared for our exclu- 
sive use. It sets forth the principles of 
interior decoration and their relation to 
linoleum floors in a remarkably interesting 
and instructive style. No matter what his 
ability or experience may be, every linoleum 
salesman should master the principles of 
this book.* Those who do so will be just 
so much the better equipped to influence the 
people of real taste and refinement in their 
communities—the very people whose ap- 
proval of linoleum for every room in the 
house is needed to help raise linoleum to the 
dignity that now rightfully belongs to it. 


To illustrate his book on home decoration, 
Mr. Parsons designed a number of beautiful 
colorplates, which have also been inserted 
in this publication (pages 19-38). You can 
readily see the value of these interiors to you. 


* “The Art of Home Furnishing and Decoration”’ will be sent postpaid for 20c in stamps. This nominal charge—less than half the actual 
cost—is to insure the publication reaching only those who are genuinely interested. 


It is next to impossible to tell a woman by 
word of mouth how linoleum is going to look 
on her floor. But you can open this book and 
show her the colorplates. And that will at 
least give her some idea of how a parquetry 
inlaid will look in her living-room, a jaspé 
in her hall, or a plain linoleum in her library. 


Some of the most successful linoleum sales- 
men keep a scrapbook in which they paste 
every interesting interior that they can secure 
from women’s magazines, trade papers, etc. 
If they happen to be clever at drawing, they 
also sketch in rough ideas of their own. Such 
a book is especially valuable if you are selling 
rugs, chairs, lamps or any other house fur- 
nishings in addition to linoleum. 


5. No modern salesman can expect to get 
all the business by waiting inside for it. He 
must go outside as much as possible in order 
to secure the fullest possible volume of sales. 
Later on in this book we shall describe some 
of the interesting ways in which salesmen 
have made large sales of linoleum by means 
of timely outside solicitation. 


6. The linoleum salesman’s sale only begins 
in the store. He cannot afford to consider it 
finished until the floor is actually laid and 
the customer says, “I’m thoroughly satis- 


fied.” Again you see how necessary it is 
for salesmen to study the principles of modern 
interior decoration as well as to keep acquir- 
ing all the new arguments for Armstrong’s 
Linoleum. This also brings up the whole 
subject of the proper laying and care of 
linoleum, both of which are fully treated in 
subsequent pages of this book. 


7. Selling Armstrong’s Linoleum as the 
logical part of a scheme of interior decoration 
fits in well with the plans of the salesman who 
sells rugs, hangings or furnishings as well as 
linoleum. When selling a rug, the salesman 
will always find it profitable to ask what kind 
of a floor it is to be used on. If the answer 
is an ordinary wood floor, suggest the use of 
linoleum of an appropriate color in connec- 
tion with the rug. Such action may mean 
two sales instead of one. 


8. There are times when the salesman 
would be glad to have on the tip of his 
tongue the facts which apply to Armstrong's 
Linoleum alone. These facts are set forth on 
page 40, while on pages 41-46 is given an 
interesting account of how Armstrong’s Lino- 
leum is made. 


Now let us take up some of the foregoing 
points in greater detail. 


Linoleum versus Hardwood 


A leading representative of a well-known 
office furniture manufacturer recently said 
upon the subject of choosing floor materials 
for offices and public buildings: 


“For the finished floor, the prospective 
customer usually has his choice of three 
materials, oak, maple or linoleum. Oak is 
out of the question, because of its cost. 


“Thus the choice is narrowed down to 
maple or linoleum. Considering first cost 
alone, a good grade of plain linoleum on a 
4,000-square-yard office floor would cost from 
$500 to $600 less than a maple floor of similar 
size—scraped and waxed ready for use. 


“Moreover, the fact should not be over- 
looked that when maple floors are used 
linoleum runners in the main aisles are 
usually recommended by the maple floor 


people. In the case I am speaking of, 
approximately 600 square yards of linoleum 
would be required for runners, which with the 
brass binding would cost approximately 
$1500. In other words, the difference in first 
cost in favor of linoleum floors throughout 
would be about $2000 if the runners were 
used. 


“But when the cost of maintenance is also 
taken into consideration, the case for lino- 
leum floors is beyond argument. For to main- 
tain 4,000 square yards of maple floor in good 
condition—with refinishing once a year— 
would certainly require an expenditure of 
from $1000 to $1200 per annum. Whereas 
the linoleum would never require refinishing 
and could be kept waxed by the women who 
do the ordinary cleaning at a very slight 
expense. They would simply dust off the 


dirt each evening and go over the surface 
with an electric waxing machine which 
removes all footmarks.” 


He was talking about large linoleum instal- 
lations, yet practically everything he said 
applies at least in part to residential floors. 


You know that linoleum is more economi- 
cal than hardwood, and easier to keep clean 
and free from scratches. You know that it 
deadens sound and is comfortable underfoot. 
Thickness for thickness, it is a better non- 
conductor of heat than hardwood. With rugs 
thrown about in the usual places, linoleum 
makes a comfortable floor in winter, and 
there is no cooler floor in summer. 


Besides, consider the artistic possibilities 
of linoleum. When made to harmonize with 
everything else in a living-room, a bedroom 
or dining-room, it looks just as attractive as 
hardwood. Frank Alvah Parsons says on 
this point: “Linoleum as a floor is not a 
substitute for stone, wood, tile or clay. It is 
another material, recent in conception and 
suited to particular conditions, because of 


Reception hall in a residence at Neffsville, Pa. 


properties that neither stone, clay nor wood 
have in exactly the same proportions. ” 

In other words, from every point of view, 
linoleum now stands on its own legs as a 
practical and attractive floor for any room 
in the house. So why shouldn’t the Arm- 
strong salesman take more and more of the 
floor business that is now going to the hard- 
wood dealer? Proper faith in linoleum and 
the right application of energy to linoleum 
selling are all that are needed. 


Schenectady Couple Choose 
Linoleum 


Here is an example of how one man who 
sells Armstrong’ s—Ralph D. Bugden, Mana- 
ger, Carpet & Linoleum Department, H. S. 
Barney Company, Schenectady, N. Y.— 
turned hardwood into linoleum: 


Three ladies called at the store, one of 
whom stated that she was shortly to be mar- 
ried and that her future husband was building 
a bungalow, which they were going to furnish. 
The young lady’s mother wanted to look at 


The floor is Armstrong’s Parquetry Inlaid Linoleum 


5 


mattings, but Mr. Bugden led them directly 
opposite an Armstrong display which was on 
show in the linoleum section. 


In Mr. Bugden’s own words: “‘I laugh- 
ingly called their attention to the display, 
saying, ‘There is your bungalow, what do 
you think of the idea?’ The mother had 
really never heard of linoleum being used for 
any place but the kitchen. The daughter 
became interested as I explained the advan- 
tages of linoleum for all floors. It is easily 
kept clean, perfectly sanitary, does not break 
up as does matting, no dirt can get under it, 
beds are easily rolled around. Then I called 
their attention to the many beautiful designs 
and effects in which linoleum can now be 
secured. 

“The mother pointed out that all floors 
were to be finished in oak. I asked if the 
floors had been laid. They had not been. 
Could the contract be changed so as to put 
down pine floors? She did not know. 

“T could not get them to decide on any- 
thing, but I felt that I had made some 
impression. | went to my desk and took out 


Child’s bedroom in a villa in Switzerland. 


my Pocket Size Pattern Book and gave it to 
the mother. I called attention to a few of the 
matting effects, and asked her to show it to 
her future son-in-law. They thanked me 
for my trouble and went out. 


“Last Friday evening a young couple came 
into the department and asked to see me. 
Coming forward, I was greatly surprised to 
see the young lady I had met six weeks ago 
and her husband-to-be, to whom she intro- 
duced me. 


“After passing a few remarks about the 
weather, the young man informed me that 
the bungalow would be finished in two weeks, 
that pine floors were being laid, and that 
linoleum was to be used on them. From out 
of his pocket came the handy pattern book 
with patterns for living-room, dining-room, 
two bedrooms, bath and hall, and kitchen 
lead-penciled for purchase. The total amount 


of the sale was $81.50.” 


This example shows that a good deal of the 
floor business now going to lumber dealers 
could be switched to linoleum with compar- 
atively little trouble. 


The delicate pattern of the linoleum is indistinguishable in the photograph 


6 


Linoleum as Part of Interior Decoration 


Let us review for a moment some of the 
important points that Mr. Parsons brings out 
in his book, “The Art of Home Furnishing 
and Decoration,’ and then see how these 
principles apply, room by room: 


‘An artistic home means enjoyable living. 
The art of buying the most appropriate fur- 
nishings and decorations for the home leads 
logically to intelligent decoration, the art of 
arranging the furnishings and decorations so as 
tomake possible a thoroughly attractive home 
and keenly enjoyable living for the family. 


“Take, for instance, the problem of a 
particular room. The first question to ask 
one’s self is: “What is this room for?’ If 
it is a dining-room, it is a place in which to 
eat in peace. If it is a living-room, it is to 
live in and should have a quiet, restful, 
refined and otherwise pleasant atmosphere. 
If it is a bedroom, it is to rest and sleep in. 
From whatever standpoint the room is 
viewed, the question of use comes first. Any- 
thing in the dining-room that interferes with 
eating in peace is in bad taste. Whatever 
appears as decoration in the living-room that 
is unrestful, tawdry, common or unessential, 
is inartistic. If the bedroom contains any- 
thing that is out of tone with its general 
spirit; if it contains anything that makes for 
other than an atmosphere of calm content- 
ment and deep, sound sleep, it should be 
removed at once. Let this point of view spur 
us on to make an investigation of our houses 
—room by room—and alter or remove 
everything that strikes a jarring note. 


‘Let us start with the bedroom. Are there 
spotted fabrics or papers on the wall, the 
spots on which one involuntarily counts, even 
after going to sleep? Are there a half dozen 
small pictures in black frames against a 
white background, so hung that successive 
steps are formed which resemble the front 
hall stairs? Much can be done in house 
decoration by elimination, and the strongest 
argument for this process will be found in 
submitting each room to the test as to the 
performance of its proper function.’’ 


The linoleum salesman who will inform 


himself a little about the use of color in the 
home can give his customers many valuable 
and seasonable hints as to the proper choice 
of linoleum patterns, hangings, furnishings, 
etc. Send for Mr. Parsons’ book, and read 
what the author has to say about the use of 
color to express personality and the use of 
form to express ideas. 


Another important fact, brought out by 
Mr. Parsons, is that the spirit of the whole 
house should be the spirit of each room. 
That is to say, if the dining-room is Old 
English, the sitting-room should not be Louis 
XVI, but also Old English. 


Mr. Parsons’ interesting comments on how 
floor styles change with the customs give us 
a clearer view of the fact that conditions, if 
not customs, will make linoleum more and 
more the style in this generation. Mr. Par- 
sons says: 


“Traditions have generally obtained in 
each generation and fashion as to what 
materials should be used in various parts of 
the house and how to use them. The original 
ideas which went to establish these traditions 
or manners differed in their origins, but were 
always the logical outcome of times in which 
they were developed. For instance, the walls 
of the house in the Italian Renaissance were 
of stone. Steel was not thought of and wood 
unsuited, while in American Colonial days 
wood was the most plentiful material and the 
quickest and easiest to handle in building in 
the manner in which the people lived. 


‘At various times climate, geography, reli- 
gious and social customs and the develop- 
ments of science or art have changed condi- 
tions, and with this, methods and materials 
have undergone similar changes. 


“Floors, for example, have mostly been 
made of clay, stone, tile or wood, dictated 
by one or more of the modifying influences of 
which we have spoken. Wood cannot take 
the place of stone, neither should it try to 
pretend to do so, but there is no denying that 
one is better than the other under conditions 
and that neither is the only good floor under 
all conditions. 


“Linoleum as a floor is not a substitute for 
stone, wood, tile or clay. It is another 
material, recent in conception and suited to 
particular conditions, because of properties 
that neither stone, clay nor wood have in 
exactly the same proportions.” 

In an article, entitled, “Linoleum, and the 
Art of Interior Decoration,’ a European 
authority says: “Linoleum owes its first suc- 
cess to its hygienic and economic advantages. 
For a while its application was restricted to 
being a substitute for Smyrna carpet and 


polished wood floors. Later, a new departure 
in decorative art came into existence, which 
was the result of the intermingl’ng of modern 
ideas for the decoration of floor surfaces with 
the practical advantages of linoleum. Lino- 
leum, in fact, is the offspring of the artistic 
tendencies of the present time and in its way 
has already become indispensable, having 
taken its place as one of the recognized 
resources for interlor decoration—not only 
for the richest and most dignified, but also 
for everyday purposes.” 


Linoleum for Every Room in the House 


For the Living-Room 


We start with the living-room first, because 
it shows the possibilities of Armstrong’s 
Linoleum at their best. The very name— 
living-room—suggests comfort, ease, and 
beautiful, artistic surroundings. You can 
help your customers to select Armstrong’s 
Linoleum in patterns and colors that will 
harmonize perfectly with the walls, ceilings, 
hangings, furnishings and rugs. Linoleum 
will add distinctly to the comfort and livable 
qualities of the living-room, and it will make 
a floor there that any woman would be proud 
to show to visitors. 

Say that the wall is of paneled wood (or 
suitably papered), making an appropriate 
background for the chairs, table, couch, 
bric-a-brac, lamps and rugs. In that case, 
there could be nothing better for the floor 
than one of the parquetry inlaid designs, or 
one of the jaspé (moiré) effects of correct 
color and pattern to suit everything else in 
the room. (See pages 19, 22, 23 and 28.) 

Such a floor looks like hardwood, can be 
polished like hardwood, but is more practical 
and less expensive than hardwood because 
it is easier to lay and easier to keep clean. It 
is just as durable, and is even more comfort- 
able because of its quiet resilience underfoot. 
Running an oil mop over it daily with an 
occasional waxing usually suffices to keep 
such a floor clean and sanitary, because it 
presents a smooth, unbroken surface. Some 
of your customers may prefer the less expen- 
sive printed wood or carpet patterns shown 
on page 38. 


For the Hall 


The hall is the first place that visitors see 
in a home. It should be simple, practical, 
cheerful, hospitable and in perfect taste. The 
appearance of the hallway on page 20 sug- 
gests these qualities. The pleasing jaspé 
linoleum floor is combined with plain plaster 
walls, a beautifully designed stairway, light- 
ing fixtures and other decorative essentials 
of the simplest kind. It is so easy to keep 
Armstrong’s Linoleum fresh and _ inviting 
that a hall floor composed of that material 
proclaims the neatness of the housewife to 
all visitors the moment they cross the thresh- 
old. Yet it is no tax on any woman to keep 
such a floor looking that way. (See pages 
21 and 28.) 

No matter what the decorative treatment 
of the hall, Armstrong’s Linoleum—ainlaid 
or printed—will provide rich, polished floors 
in mellow tones that will harmonize perfectly 
with rugs, walls and furniture. The range 
of colors and designs for halls, dens, libraries, 
sun parlors or conservatories is amply wide 
for all purposes, all tastes. The durability 
of good linoleum is another factor. The 
number of footsteps it would take to wear 
it out could never be estimated, and dripping 
umbrellas and wet rubbers do not damage it. 


For the Dining-Room 


An attractive place to eat in is half the 
sauce to appetite and good digestion. A 
person may enter such a room jaded, dispir- 
ited, with no desire for food. But if his sense 
of artistic fitness is gratified by the furnishings 


A library in Europe, showing an effective use of a small linoleum pattern with a dark plain linoleum border 


and decorations—if the general spirit of the 
room is one of invitation and good cheer—the 
diner is refreshed and re-stimulated. And he 
finds himself turning with real relish to his 
food and table companions. On the other 
hand, uncongenial, disquieting surroundings 
are sure to have a depressing effect on a per- 
son’s appetite and digestion. 

Here again, the problem is to relate the 
floor to the walls, the furniture, the rugs, and 
everything else in the room. Fortunately, 
however, the wide variety of Armstrong pat- 
terns simplifies the problem with regard to 
any type of dining-room. The plain lino- 
leums (without any pattern) can be had, as 
you know, in tan, blue, green, brown, rose, 
light gray or dark gray. The jaspe patterns 
show grains running through them that 
resemble watered silk. The printed designs 
range from the simple and unobtrusive to 
the most elaborate. 

Linoleum floors are smooth, and, of course, 
their sanitary and long-wearing qualities, 
and the ease with which they can be cleaned 
and kept clean, especially commend them 
for dining-room use. Remind the customer 
that her servants, as well as herself, will appre- 


ciate Armstrong’s Linoleum floors throughout 


the house. (See pages 19, 24 and 25.) 


For the Bedroom 
In his book, “The Art of Home Furnishing 


and Decoration,’ Mr. Parsons has well 
pointed out that sound, refreshing sleep is 
most possible in a bedroom the atmosphere 
of which suggests coolness, restfulness and 
perfect aloofness from the busy, noisy world 
outside. And he also points out that such a 
room should be softly beautiful and refined. 
And, of course, it is obvious that a sleeping 
room should be kept absolutely clean and 
sanitary. 

These considerations make linoleum the 
natural, logical floor for a bedroom. For if 
the general furnishings and decorations are 
softly beautiful and refined, Armstrong’s 
Linoleum can be obtained in colors and pat- 
terns that also are softly beautiful and refined. 
Call attention particularly to the printed 


_ matting and carpet effects, and the plain and 


jaspe linoleums in light shades of tan, gray, 
rose and blue. Linoleum is not one whit 
colder than hardwood, since naturally fabric 


rugs will be placed beside the bed, in front of 
the dressing table, etc. 

Suggest to your customers that if the 
present coverings on the floors of their bed- 
rooms are so hard to keep clean that they are 
seldom thoroughly cleaned, they are in them- 
selves the most powerful argument for the 
cleanly and sanitary cualities of Armstrong’s 
Linoleum that possibly could be offered. 
Tell them also that Armstrong’s Linoleum is 
relatively easy to install, and that in the long 
run it makes the most economical floor for 
every room in the house. (See pages 29, 30 
and 31.) 

For the Bathroom 


Water is always being spilled on the bath- 
room floor. It rots carpets and rugs. It gets 
into the cracks of tiling and in time may cause 
the tiling to come up. What is most needed 
in a bathroom, therefore, is a floor that is 
proof against moisture, easy to clean, sani- 
tary, comfortable and durable. And it cer- 
tainly should not be a floor that a hostess 
would be ashamed to show visitors. It should 
not suffer from comparison with the floor of 
the room from which it leads. The designs of 
Armstrong’s Linoleum, which are offered for 
the bathroom, combine cleanable, sanitary, 
comfortable, durable and beautiful qualities 
in the highest degree. (See pages 28, 30, 31 
and 38.) 

For the Nursery 


Mr. Parsons points out that both the color 
and texture of objects used in a child’s room 
should suggest cleanliness, freshness, cheer- 
fulness and durability. At the same time 
they should represent his interests and his 
pleasures. To all these ends linoleum is 
expressly adapted. The first need of the 
nursery is that it shall be sanitary. Most of 
the time, the children are running, romping, 
rolling or tumbling over the floor. If there 
are cracks and crevices there to hold dirt and 
germs, the health of the little ones is imper- 
iled. But Armstrong’s Linoleum is practi- 
cally germ-proof and has no cracks for dust 
and dirt to lodge in. It is a tough, elastic 
floor that wears well under scuffing feet, that 
breaks falls, and that has no rough edges to 
damage dainty dresses. The cheery, dainty 
colors and patterns, especially designed for 


the children, are popular sellers. (See pages 
29>32and 55.) 


For the Sun Parlor and 
Sleeping Porch 


Many people do not consider a house com- 
plete nowadays unless it has a sun parlor and 
a sleeping porch. And here again, to secure 
a thoroughly satisfactory floor is a trouble- 
some problem, but linoleum solves it nicely 
and economically. Laid properly, linoleum is 
well-nigh waterproof, and the wide range of 
colors and patterns makes it easy to select a 
floor that will harmonize with the furnishings 
and trim. Granite linoleums, which resemble 
terrazzo, or some neat tile effect, will be 
found especially pleasing in sun parlors. (See 
pages 19, 36 and 37.) The use of linoleum 
on open porches constantly exposed to the 
weather is not recommended. 


For the Kitchen and Pantry 


Spotless and sanitary are adjectives that 
associate naturally with the nouns, kitchen 
and pantry. Hence a kitchen or pantry 
floor that requires frequent long and hard 
sessions with the water pail and scrubbing 
brush should be quickly changed to a 
linoleum floor. Occasional waxing and daily - 
wiping with an oil mop or cloth keep such 
a floor as spotless and shining as the proverb- 
ial Dutch kitchen (unless there is an unusual 
amount of dirt tracked in). And the bright, 
handsome Armstrong designs—printed or 
inlaid—he!lp to make the kitchen a more 
cheerful place to work in. And isn’t that 
important for any woman who has to spend 
a good deal of her time there? The average 
kitchen floor or floor covering quickly wears 
out. For that reason, the exceptional dura- 
bility of good inlaid linoleum is a point worth 
keeping in mind. (See pages 34, 35 and 38.) 


For Vestibule, Laundry and 
Closets 


All the points just mentioned hold equally 
true for vestibule, laundry and closets. Arm- 
strong’s Linoleum—either printed or inlaid— 
will provide floors that are comfortable under- 
foot, sanitary, durable and easy to clean. 


The Germicidal Properties of Linoleum 


An excellent sales argument to use with 
the housewife is the germ-destroying action 
of linoleum. The following is an abstract of 
an article in a European technical journal: 

“The experimenter worked on inlaid lino- 
leum that was seven years old and found 
that the tendency of all bacteria in the room 
was to collect on the floor. He found that the 
virulent typhosus and streptococci or pus 
formers were killed in eight hours, and that 


A bedroom in the residence of Mr. C. A. Ludden, Lancaster, Pa. 


allimpure micro-organisms brought in by dirty 
shoes were killed. He also did some work 
on the comparison of the bacterial content of 
rooms laid with carpet and linoleum, and 
found a wide difference in favor of linoleum. 

“The bactericidal power of linoleum is due 
to the fact that acid gases, including formal- 
dehyde and formic acid, strong bactericidal 
agents, are constantly given off as a result of 
the linoxyn formation [oxidized linseed oil].”’ 


The floor is Armstrong’s Plain Gray Linoleum 


Profitable Digging on the Outside 


The linoleum salesman who is content to 
remain always inside cannot possibly dig 
up all the linoleum business in his locality. 
Every new building that goes up—church, 
library, school building, store, office block, 
apartment house, bank or lodge-hall—is his 
cue to go out and do his best to make linoleum 
the material for the new floors. Every re- 
moval notice provides another cue. 

Keep after the home buyers, also. Per- 
sonal calls on a live list of selected prospects 
will pay large dividends. Your customers 
will be glad to have you show them the Arm- 
strong colorplates right in their own homes. 
Then with the Pocket Size Pattern Book to 
enable the customer to select the patterns, 


and the Pocket Size Quality Sample Book to 
indicate the exact thickness, the order can 
be taken and rooms measured at once. In 
many of these homes, you very likely will 
find that the Armstrong national advertising 
has already gotten the prospect favorably 
disposed towards the idea of linoleum for 
every room in the house. 

In this connection, it will pay you to keep 
a Prospect Book. In it you can include the 
names of the people who tell you: “We shall 
come back next month;”’ the people who 
write in from time to time; the people who 
are building or moving; and good names that 
you gain from other sources. Then follow 
them up at the proper time. 


One Order Secures Another 


Mr. E. E. Found, of Hillsdale, Michigan, 
is one Armstrong salesman who woke up an 
almost dead small-town linoleum market by 
getting out on the street. Here is his story: 

“The first place at which I solicited lino- 
leum business was the barber shop where I 
was a customer. We put a neat pattern of 
Armstrong’s Parquetry Inlaid on the floor, 
and laid it in fine condition. The new floor 
was very attractive, and the barber was much 
pleased. 

“A few days later, the druggist next door 
decided that he wanted a floor like the bar- 
ber’s in his store, and gave me a good order. 
Later, two other barber shops bought lino- 
leum, and additional orders soon followed. 

“As the direct result of my sale to that first 
barber, we have enjoyed during the past six 
years very good linoleum business. That has 
been due to the fact that we have sold only 
linoleum of good quality. People have con- 
fidence in our store and goods, and know that 
we make a point of laying linoleum properly. 
But I don’t wait for orders to come in to me, 
I go out and solicit them.” 


Quick Action Se 


Orders 


e 


/ 


cures 


D. R. Myers, of Robertson Brothers Com- 
pany, South Bend, Ind., apparently is not 
waiting for linoleum business to come to him, 
either. Here is what he says: 

“One morning I learned that a large cor- 
poration in our city was in the market for 
linoleum. I immediately called on the pur- 
chasing agent. He told me what they wanted 
and | went over the floor space and figured 


out the yardage, about 3,500 square yards. 
Early the next morning, I went into Chicago 
and found what delivery my jobber could 
give me, and what the price would be. 

“The following day I went again to the 
purchasing agent and made him a definite 
proposition with guarantees as to the time 
of delivery and the laying of the goods. The 
next morning he telephoned me that he 
would accept my offer on Armstrong’s 
Linoleum. At once I telephoned my Chicago 
jobber, instructing him to ship the sixty rolls 
of Armstrong’s Battleship Linoleum he was 
reserving for me. We received the shipment 
promptly and made a good job of the laying. 
The customer was more than pleased. 

“We have secured other orders because of 
the way in which we handled this incident.” 


Fast Thinking Closed This Sale 


_ ae In 
ae! LI 


Outside solicitation puts the linoleum 
salesman on his toes both mentally and 
physically. To Reese Meredith, of Fowler, — 
Dick & Walker, Wilkes-Barre, Pa., goes the 
credit of making a glass of mustard sell two 
rolls of Armstrong’s Linoleum. 

“The manager of a packing house whom I 
was soliciting,’ says Mr. Meredith, “asked 
how long I would guarantee a certain grade 
of linoleum to wear. He said that a competi- 
tor had offered a guarantee of twenty years. 
On top of the manager’s desk stood a glass of 
mustard, one of the company’s products. | 
picked it up. 

“To you guarantee how long this glass of 
mustard will last?’ I asked. 

“The manager laughed. ‘No,’ he said. ‘I 
don’t know how many people are going to use 
that glass of mustard.’ 

“Just the same with Armstrong’s Lino- 
leum,’ I replied. ‘It’s a good quality product 
and will give good service, depending on how 
many people walk on it each day.’ 

“The order I got was for two rolls of 
Parquetry Inlaid, pattern No. 580.” 


Tracking Down a Newspaper Lead 


N. L. Ferslev, “The White Store,’ Green 
Bay, Wis., recently turned a newspaper item 
into a paid-in-advance order for five rolls of 
' Armstrong's Battleship Linoleum. He read 
in the morning paper that a local auto truck 
manufacturing company had let a contract 
for the erection of a large, modern plant. It 
occurred to him: 

“These people would have large offices 
which should be covered with battleship 
linoleum. I had no idea whether the archi- 
tect had considered using linoleum or not, 
but decided that linoleum ought to be used 
in the offices, and that I would get a con- 
tract for furnishing the necessary goods. 

“T started out to do this the next morning. 
The first step was to get the floor space from 
the blue prints, which were looked over and 
measured up at the contractor’s office. Next, 
with quality samples, measurements and 
prices, | interviewed the man in authority, 
presented the reasons for using linoleum, 
present and future prices, prospects of de- 
livery and the quantity required. 

“My chief arguments for installing lino- 
leum were the long service it would give, how 
well it would look on the floor, how soft and 
resilient it was to walk on, and that it was 
almost a noiseless floor, expecially desirable 
in offices. 

“My selling arguments for immediate 
action were the rising market and the uncer- 
tainty of future deliveries. I also called 
attention to several other business buildings 
where we had installed linoleum. 

“Before the walls of the new plant were 
half up, I had the order for 256 square yards 
of one-quarter inch brown battleship lino- 
leum, or about five rolls. This linoleum is 
now in our warehouse awaiting the time when 
the building is ready for it. The best part of 
it is that we did not have to wait for our 
money until the linoleum was laid. 


“This experience demonstrates that it is 
not always necessary to wait until a building 
is finished before getting an order for linoleum. 
In fact, in most cases, the sale should be 
made before the building is ready, to avoid 
delay. Where there are reasons for taking 
action early, such facts, if rightly presented, 
will help close the sale at once.” 


A “Fire Sale” of Armstrong’s 
Linoleum 


A leading restaurant in Corydon, Ind., was 
badly damaged by fire and the owners de- 
cided to erect a new building. Mr. R. F. 
Rowe, of J. L. Rowe & Son, of that city, 
thought that this would be a good oppor- 
tunity to call on the owners. He did so, tak- 
ing with him the Armstrong Pocket Quality 
Sample Book and the Pocket Size Pattern 
Book. 

“Printed linoleum,” according to Mr. 
Rowe, “‘had been used in the old restaurant, 
and the owners thought that battleship 
linoleum was too high in price. I showed 
them that it was recommended for restau- 
rants. By comparing the thickness of the 
printed and battleship linoleum in the Sample 
Book, the restaurant owners recognized that 
there was more than the difference in price in 
the added wearing surface. Also that it 
would not be necessary to put in new lino- 
leum as often as had been necessary in the 
past. 

“These people expected to install a modern 
soda fountain, and, in fact, all modern equip- 
ment. I suggested that worn and marred 
printed linoleum would not go well with the 
other first-class equipment. I also suggested 
that if battleship linoleum were cemented 
to the floor around the fountain and lunch 
counter, it would make a water-tight floor 
and keep the linoleum from rotting because 
of the action of water and other liquids from 
the fountain. 


“As to the wearing qualities of battleship 
linoleum, I called attention to several public 
buildings in Louisville, Ky., where there is 
more traffic than in a restaurant, and where 
battleship linoleum was used, and is standing 
heavy wear. The order they gave me was 
for 150 square yards of quarter-inch brown 
battleship linoleum to be cemented, all edges 
around doors and fountain and lunch counter 
to be brass bound. 

“Without the use of the Quality Sample 
Book and Pattern Book—for the Pattern 
Book recommended the battleship linoleum 
for restaurants—I don’t believe the sale 
could have been made. The linoleum sale 
also led to a nice order for chairs, tables, 
mirrors, and other furnishings. These orders 
were all placed, notwithstanding the fact 
that the building will not be completed until 
the first of the year.” 


Sales Tips from the Moving Man 


A linoleum merchant in a Pennsylvania 
city of about 50,000 population has arranged 
with the leading moving man in the town to 
keep him posted regarding families that are 
moving. The merchant has divided the city 
according to the general character of the 
inhabitants in the different sections, and has 
shaped up a selling campaign to fit each class. 

A representative from the store is sent to 
call upon prospects of the well-to-do class. 
But the purpose of such calls is to feel out the 
prospect rather than to make a direct drive 
for business. He figures that women of some 
prominence look upon such calls as a compli- 
ment to their social standing, whereas they 
might not be so well pleased if a direct solici- 
tation was made. 

To middle-class homes, a salesman is sent 
to sell linoleum on the spot, if he can. To 
poorer homes, where linoleum sales are likely 
to be small, the merchant merely sends form 
letters. 


Keeping Tabs on the Newly-Weds 


/ 
iy 
W) 


att 


TT mo 


An Illinois merchant lines up the newly- 
weds in similar fashion. He bases the kind 
and degree of his sales effort upon the social 
possibilities and buying capacity of each 
couple. He gets the names of the newly- 
married people through the Recorder of 
Marriages and records of licenses issued. The 
first year this plan was tried it resulted in an 
increase of 25 per cent in his sales. 


Good Results from Circular 
Letters 


er 
ES 


Mr. Arthur Herzog, of New York City, 
writes this account of a successful circular 
letter campaign: 

“T found that I had in my stock twenty- 
six rolls of plain linoleum in different grades, 
which had accumulated during the seasons. 
I got a number of names of possible linoleum 
prospects, such as firms that were moving. 
I then got some letter paper printed with the 
heading, ‘Linoleum Contract Department.’ 
I sent out typewritten letters calling atten- 
tion to my stock, also to my ability in laying 
linoleum. 

“From time to time, this letter was sent 
to any new prospect that came to my atten- 
tion. As the result of sixty-five such letters, 
I was asked to estimate for fourteen different 
prospects. The three orders I landed took 
almost all the plain goods I had and com- 
pelled me to purchase more. My contracting 
department letter is still bringing me busi- 
ness. 


Samples Double His Sales 


Mr. C. F. Schuler, of Garner, Iowa, 
describes his successful scheme of sampling: 

‘“Here’s a way I| advertise linoleum. My 
method may help some one else. 

“We always have many little pieces of 
linoleum. These I cut up into small pieces 
about 3!/, x 5 inches in size. I have a printer 
get me out stickers, which I paste on the back 
of the pieces of linoleum. 

“Every Thursday evening we have band 
concerts. Many farmers come to town. 
Usually about 200 automobiles are parked 
along the street. My store boy puts a 
sample piece of linoleum on the seat of each 
automobile. In that way I am pretty sure 
the sample will get into the home of a pros- 
pective buyer. Very often I have had cus- 
tomers bring back the samples, and buy 
linoleum like them. 

“We carry in stock twelve patterns of the 
four-yard size and four patterns of the two- 
yard size. We also run copy in our local 
papers advertising Armstrong’s Linoleum. 

“Since using the samples, I have doubled 
my linoleum sales.”’ 


Sell Linoleum Satisfaction 


a SS ( 
MU lor j 


You have learned over and over again in 
your experience that, in the long run, the 
most profitable thing that a salesman can 
sell is satisfaction or service to his customers. 
In linoleum selling, service to the customer 
is a thing that goes far beyond the mere 
question of disposing of so many yards of 
linoleum and getting it to the customer’s 
home. It is even a great deal more than 


having the customer leave the store satisfied. 

he real question of satisfaction hinges on 
how pleased and satisfied the customer will 
be after the linoleum is all laid and has been 
in use for several months. 

We have already implied in the foregoing 
pages the various elements that best ensure 
customer satisfaction in any linoleum sale. 
First, the salesman must gain through ques- 
ticning or otherwise a complete knowledge 
of the conditions in the prospective cus- 
tomer’s home. He must learn the exact size 
and shape of the room in which the linoleum 
floor is to be laid. He must know in what 
kind of a scheme of interior decoration the 
linoleum is to fit. For only in that way can 
he be a really helpful guide to the customer 
in intelligent linoleum buying. If he advises 
a customer to choose a floor which is out of 
harmony with the rest of the interior, even 
if she does not notice it herself, her friends 
and neighbors will soon make her aware of it. 


Quote Costs by Floors 


Another important point is not to leave 
the laying of linoleum to the customer her- 
self. Induce her to pay the price and have 
the work done right. The most satisfactory 
way is to base your quotation on what the 
entire floor would cost, including laying. 
Usually this is better than quoting the price 
of the linoleum and then quoting a separate 
price for laying. 

Mr. O. E. Schellhorn, of Redding, Cal., 
says in this connection: 

“When a customer looks at linoleum, | 
find out at once the size of the room for 
which it is intended. In a few moments | 
figure out the exact number of yards the 
room requires and tell the customer just 
what the linoleum will cost for that room. 

“The fact that I am able to give the cus- 
tomer this information rapidly creates confi- 
dence. The woman is able to make up her 
mind quickly, and a profitable sale results.” 


Well-Displayed Linoleum is More Easily Sold 


If you have the necessary window or floor + the use of linoleum in their model suite of 
space, urge your store proprietor or manager *. rooms, which has been a feature of the Jordan 
to support your sales efforts with a perma-: Marsh store for years. This really gave birth 


2 


nent model linoleum exhibit. The idea would = to the slogan, ‘Linoleum for every room in 


be to show, in the course of a few weeks, * the house.’ 
linoleum possibilities for every room in the * “‘By demonstrating just how linoleums 
house, changing the exhibit from time to time. © will look on the floor, the linoleum salesman 


The valuable assistance that such exhibits © 


finds it much easier to sell linoleum for floor 
give the linoleum salesmen is clearly shown “= purposes. The floor should be the starting 
by the experience of the Jordan Marsh”. point of all interior decoration, for it serves 
Company, of Boston, Mass. Mr. O. T.% as the background for the other furnishings. 
O'Leary, in charge of their Linoleum Depart-¢* Most customers are aware of this, and start 
ment, gives the following interesting account *", with this idea as the basis, but there are few 
of what a permanent linoleum exhibit has, salesmen who are capable of visualizing to 
meant to his store: _ their customers just how linoleum in samples 
“More than twenty years ago, the Jordan = or in rolls will look on the floor. The result 
Marsh Company realized that it would be ~>is often a confused customer and no sale. 
necessary to demonstrate to their customers :.! ‘“By demonstrating just how linoleum will 
how linoleum would look on the floors of ~,look on the floor with its ensemble, the 
dining-rooms, living-rooms and bedrooms, as chances of making the sale are greatly en- 
well as the kitchen and bath, before they _ hanced. The writer recalls many instances 
could expect a wide acceptance of the idea. =, in his experience where linoleum in a roll 


They took the initiative by demonstrating ,,or sample failed to impress the customer, 


A view in the model suite of the Jordan Marsh Company, Boston, Mass. Note the linoleum floor 


16 


Armstrong’s Plain Brown Linoleum—waxed and polished—solved the floor problem admirably in this old residence in Brooklyn, N. Y. 


while a completely furnished room with 
linoleum on the floor made a ready buyer. 

“There is another advantage gained by 
demonstrating the way linoleum will look on 
the floor—many sales are made to casual 
visitors. In Boston we have found these sales 
to visitors of no small importance. Thousands 
of visitors see our model rooms. In many 
cases these rooms have been reproduced in 
customers’ homes, and in some cases the 
entire suite has been copied even in places 
far away from Boston. 

“T have found that demonstration of just 
how linoleum will look is a silent salesman, 
the most effective of all. Demonstrate to 
your customers how linoleum will look on the 
floor and your sales will increase accordingly. ’”’ 

The foregoing suggestion is of course, for 
the store with ample display room. Now here 
is a good suggestion for the crowded store 
with little space. Fred. J. Conrad, of the 
East Coast Furniture Store, Miami, Fla., 
furnishes the idea: ‘“‘I have arranged two 
rooms, one a kitchen, the other a dining- 
room, the size of each being 6 x 10 feet. I 
roll out a piece of linoleum, letting the roll 


rest at one end of the room, and place the 
furnishings on the pattern. Pieces of other 
patterns 3 x 6 feet are hung on three sides of 
the room. I also have figured out, ona large 
framed card, the area of rooms from 4 x 6 
feet to 18 x 20 feet, with prices of inlaid and 
printed linoleums. That makes it easy to 
sell and adds wonderfully to the linoleum 
sales. The pattern on the floor is changed 
once a week.” 


How One Sale Helps Another 


Wherever you install a linoleum floor that 
is beautiful, artistic and harmonious with 
everything else in the room, that floor is a 
model linoleum exhibit outside your store. 
Every such installation that you make adver- 
tises your up-to-date sales methods, adver- 
tises your store, and advertises linoleum. 

Such installations please the customers 
and make them enthusiastic endorsers of 
linoleum. They also draw favorable com- 
ments from friends and neighbors. The latter 
very likely will want similar floors in their 
own homes. Thus your influence may spread 
over the whole neighborhood. 


Armstrong Salesman’s Equipment 


: | In addition to the color- 
plates inserted in this book, 
every retail linoleum 
salesman needs and should 
make sure to have the 
Pocket Size Quality Sam- 
ple Book and Pocket Size 
Pattern Book. The color- 
plates will enable him to 
show appropriate interiors 
—with linoleum in right relation to every- 


oa we 
Peau a ewe ee 7 


PatTERN Book-I918_ 


thing else in the room—to prospective cus- 
tomers right in their own homes. The 
Pattern Book will enable the customer to 
select the patterns and the Sample Book 


will indicate the exact thickness. The order 
can thus be taken and the rooms meas- 
ured at one call. These two salesman’s helps 
will be sent free to any Armstrong salesman 
upon request. The Parsons’ book—we remind 
you again—may be 
had also for twenty 
cents in stamps, if 
you want it. You 
may order as many 
copies as you wish, 
on that basis. Now 
and then a customer 
may want one, and _ This book is 414 x 3 x 2 inches and 


2 i . contains quality samples of sixteen 
it makes a nice gift. 


of the most important grades 


Bureau of Interior Decoration 


This Bureau is in charge of a thoroughly 
trained decorator, who is prepared to give 
personal suggestions about the selection of 
Armstrong’s Linoleum to suit any scheme of 
interior decoration. Floor covering salesmen 
are cordially invited to refer their problems 


New Selling Helps 


To assist the retail salesman to link up his 
sales efforts with the Armstrong national 
advertising, a variety of sales helps will be 
supplied free on request to any retailer who 
sells Armstrong’s Linoleum—window dis- 
plays, newspaper cuts, show cards, hangers, 
street car cards, pennants, lantern slides, etc. 

All these helps are described in detail in a 
sixty-four page publication “Building Lino- 
leum Business,’ which will be sent to any 
merchant who asks for it. This book also 
tells of the motion picture film, “Making 
Armstrong’s Linoleum,” and contains many 
novel suggestions for increasing linoleum 
sales. These helps, when continuously and 
rightly used, will help the salesman materially 
in developing his volume of business. 


to this Bureau at any time. There is no 
fee for its service. Inquiries should be ad- 
dressed to Bureau of Interior Decoration, 
Armstrong Cork Company, Linoleum De- 
partment, Lancaster, Pa. All will receive 
prompt and courteous attention. 


Interiors by Parsons 


On the following pages will be found a 
series of interiors designed by Frank Alvah 
Parsons, President of the New York School 
of Fine and Applied Art. These pictures 
demonstrate conclusively that linoleum in 
proper design and color can be used with 
entirely satisfactory results from an artistic 
standpoint in practically any type of room. 

Every normal man and woman is interested — 
in anything that makes for beauty and com- 
fort in the home. Pictures are a “universal 
language.” These colorplates, therefore, 
with the alternative patterns selected by 
Mr. Parsons, will, it is believed, be found 
helpful in selling Armstrong’s Linoleum for 
every room in the house. Try showing them 
to your customers. 


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38 


The Grades and Patterns of Armstrong’s Linoleum Recommended for 
Different Rooms and Places 


For places where much dirt is tracked in, 
it is well to remember that light colors show 
footmarks less than dark shades. From this 
standpoint, patterns with strong contrasts in 
color and mottled and mosaic effects in 
printed linoleum will be found especially 
desirable. 

Lincoln Inlaids and Conestoga Prints are 
not recommended for barber shops, bar- 
rooms, hotel lobbies, offices, restaurants, 
stores, or for any building of a public or 
semi-public nature. For home use, they will 
give satisfaction, although the heavier grades 
are always preferable. 


BANKS 
Any of the darker colors of Battleship, Plain, Jaspé or 
Granite Linoleum, or any Hamilton Straight Line Inlaid. 
BARBER SHOPS 


Any Hamilton Straight Line, Fulton or Acco Inlaid; any 
suitable color of Jaspé, Granite, Plain or Battleship Linoleum; 
any of the tile designs in printed linoleum. 


BAR-ROOMS 
Hamilton Straight Line, Fulton, Acco or Parquetry Inlaid; 
the darker colors of Jaspé, Granite, Plain or Battleship 
Linoleum; any of the printed patterns except floral and 
matting designs. 


BATHROOMS 
Any of the small patterns in Hamilton Straight Line, Fulton, 
Acco or Lincoln Inlaid; any small tile pattern in printed 
linoleum. 

BEDROOMS 
The lighter colors of Plain or Jaspé Linoleum, Carpet 
Inlaid, or Parquetry Inlaid; any floral, matting or carpet 
pattern in printed linoleum. 


BILLIARD ROOMS 
Any of the darker colors of Jaspé, Granite, Plain or Battle- 
ship Linoleum; Cork Carpet; Parquetry Inlaid. 
CHURCHES 
Any appropriate color of Jaspé or Plain Linoleum or Carpet 
Inlaid. Cork Carpet is recommended particularly for use 
in churches on account of its sound-deadening qualities. 


CLUB ROOMS 


Any suitable color of Jaspé, Granite, Plain or Battleship 
Linoleum; Parquetry Inlaid; Carpet Inlaid; Cork Carpet. 
DENS 
Plain or Jaspé Linoleum; Parquetry Inlaid; Fulton Inlaid 
wood designs; Carpet Inlaid; any printed wood or carpet 
pattern. 
DINING-ROOMS 
Any Parquetry or Carpet Inlaid or suitable shade of Plain 
or Jaspé Linoleum; any wood pattern in printed linoleum. 
DISPLAY WINDOWS 
Parquetry Inlaid; wood patterns in printed linoleum; Jaspé 
Linoleum. 
HALLWAYS 
Any Parquetry, Hamilton or Fulton Inlaid; wood patterns 
or small tile designs in printed linoleum; stair and passage 
linoleum, with borders especially designed for use in narrow 
halls and on stairways. 


39 


HOTEL LOBBIES 
A-grade Hamilton Straight Line Inlaid or the darker colors 
of Jaspé (A-grade), Granite or Battleship Linoleum. 

KITCHENS 
Any pattern in the Armstrong Line except Carpet Inlaids 
and matting designs; tile patterns are especially recom- 
mended. 

LAUNDRIES 
Any tile pattern. 

LIBRARIES 
Parquetry Inlaid; the darker colors of Jaspé, Plain or 
Battleship Linoleum; wood patterns in Fulton and Acco 
Inlaid; Cork Carpet; any printed wood pattern. 


LIVING-ROOMS 
Jaspé or Plain Linoleum in harmony with the furnishings; 
Parquetry and Carpet Inlaids; any printed wood, floral or 
carpet pattern. 

LODGE ROOMS 
See under Club Rooms. 

NURSERIES 
Light colors of Plain or Jaspé Linoleum; simple designs in 
inlaids; matting patterns in printed linoleum. 

OFFICES 
Any Parquetry Inlaid, Hamilton, Fulton or Carpet Inlaid; 
the darker colors of Jaspé, Plain or Battleship Linoleum; 
Cork Carpet; tile or wocd patterns in printed linoleum. 

PANTRIES 
Small tile designs in Hamilton Straight Line, Fulton or Acco 
Inlaid; any small printed linoleum pattern, except florals 
and mattings. 

PLAYROOMS 
See under Nurseries. 

RECEPTION HALLS 
Any Parquetry Inlaid, Carpet Inlaid, Jaspé or Plain Lino- 
leum; any printed wood pattern. 

RESTAURANTS 
The darker colors of Jaspé (A-grade), Plain, Granite or 
Battleship Linoleum; A-grade Hamilton Inlaid; Fulton 
Inlaid; any D-grade printed linoleum, except matting and 
floral designs. 

SCHOOLS 
The darker colors of Jaspé, Plain or Battleship Linoleum. 

SEWING ROOMS 
Light colors of Jaspé or Plain Linoleum; any Carpet Inlaid; 
any printed matting or carpet pattern. 


SLEEPING PORCHES 
Any color of Jaspé, Granite or Plain Linoleum; tile inlaids; 
Cork Carpet. The use of linoleum on open porches, con- 
stantly exposed to the weather, is not recommended. 
STAIRWAYS 
Special stair and passage linoleums with a border design on 
each side. 
STORES 
A-grade Hamilton Straight Line Inlaid, Jaspé, Granite, or 
Plain Linoleum; any Fulton Inlaid; any D-grade print 
other than mattings and florals. 
SUN PARLORS 
Any color of Jaspé, Granite or Plain Linoleum; light tile 
inlaids or prints. 
THEATRES 
The darker colors of Cork Carpet, Battleship, Plain or Jaspé 
Linoleum; any Parquetry Inlaid, A-grade Hamilton Inlaid. 
VESTIBULES 
Any Parquetry, Hamilton, Acco or Fulton Inlaid; any 
small tile or wood effect in printed linoleum. 


The Arguments for Armstrong’s Linoleum 


The Armstrong Cork Company’s business 
was started fifty-eight years ago. Not only 
has it an established reputation for making 
high-grade linoleum, but the Company is also 
well known here and abroad for the manu- 
facture of innumerable cork products and a 
variety of heat-insulating materials. 


The Linoleum Department of the Com- 
pany was founded in 1907. Both in manu- 
facturing methods and equipment, its lino- 
leum plant at Lancaster, Pa., is the most 
modern in America. 


Only the best obtainable ingredients are 
used in the manufacture of Armstrong’s 
Linoleum. Most of the cork comes from the 
Company’s own cork factories here and 
abroad. Every car of linseed oil and all color 
pigments received at the works at Lancaster 
are carefully tested in the laboratory before 
they are accepted. The whole manufactur- 
ing process is under chemical control. 


The Armstrong Cork Company possesses 
an organization of thoroughly experienced 
linoleum experts. Many of these men were 
trained abroad, where linoleum traditions 
were founded and developed. 


Armstrong’s Linoleum is carefully tested 
at every step of the making. The final 
inspections of the finished product are 
especially rigid. Rarely does a yard of 
defective Armstrong’s Linoleum find its 
way to market, and if it does, the Company 
always stands ready to make good. 


The most exceptional attention is paid 
to the designing of the patterns and the 
selection of the colorings. Hundreds of 
color combinations are tried out and re- 
jected in the preparation of each season’s 
line. 


The scope and variety of Armstrong 
designs afford the linoleum salesman an 
unusual opportunity to apply more and more 
profitably the idea of linoleum for every 
room in the house. 


The salesman is being backed up with 
a national advertising campaign which— 
though no miracles are claimed or expected 
—promises eventually to make the selling 
of Armstrong’s Linoleum much more worth 
while for every salesman. 


One of the prominent American author- 
ities on interior decoration—Frank Alvah 
Parsons, President of the New York School of 
Fine and Applied Arts—has been made 
supervisor of this advertising from the 
decorative standpoint, thus putting the 
weight of professional expert opinion back 
of the campaign from its very inception. 


Armstrong’s Linoleum received the Grand 
Prize at the Panama-Pacific International 
Exposition at San Francisco—the highest. 
possible award—conferred on no other brand 
of linoleum, foreign or domestic. 

Armstrong merchants are offered free a 
wide variety of practical selling helps. Thou- 
sands have used them with excellent results. 


The thirty-acre Armstrong plant at Lancaster, Pa. 


How Armstrong’s Linoleum is Made 


Before attempting to explain the processes 
of linoleum manufacture, it may be well to 
list the five principal kinds: 

(a) Plain Linoleum—of solid color without 
pattern—the heavier grades of which are 
used for covering the decks of battleships, 
and hence are known as Battleship Linoleum. 

(6) Printed Linoleum, which is simply 
plain linoleum with a design printed on the 
surface with oil paint. 

(c) Inlaid Linoleum, in which the colors 
of the pattern go through to the burlap. 
There are two kinds of inlaid—straight line 
inlaid and granulated inlaid—as explained 
later on. 

(d) Jaspé Linoleum, which may be con- 
sidered a species of inlaid linoleum, since the 
colors run clear through the fabric. It 
presents an appearance somewhat like moiré 
silk. 

(e) Granite Linoleum, which is also a 
variety of inlaid. It has a mottled appear- 
ance, resembling terrazzo. 

Cork Carpet resembles plain linoleum, but 
the cork used is not so finely ground, the 
oxidized linseed oil is softer, and the ‘‘mix’’ 
is not calendered so hard. 


The Tests for Real Linoleum 


Since there are substitute floor coverings 
on the market nowadays that look like 
linoleum on the surface, but which are 
merely felt paper imitations, it 1s to your 
advantage to fix in the minds of your cus- 
tomers these two easy ways to tell genuine 
linoleum: First, look at the back and make 
sure that it is burlap. Second, try to tear it. 
Imitations tear easily. The safest way is to 
caution your customers toask for Armstrong's 
Linoleum by name and to look for the Circle A 
trade-mark on the back. 


The Raw Materials 


The three most important ingredients of 
Armstrong’s Linoleum are cork, linseed oil 
and burlap. 

Cork is the outer bark of a species of 
evergreen oak tree which grows in Spain, 


4] 


Portugal and Northern Africa. The trees 
are “‘stripped’’ every eiztht or ten years. 

Linseed oil (from which linoleum gets its 
name) is pressed from the seed of ordinary 
flax. The Argentine Republic grows more 
flaxseed than any other country, but Western 
Canada and our own states of Minnesota, 
North Dakota, South Dakota and Montana 
are also large producers. 

The wide burlap required for linoleum is 
woven in Dundee, Scotland, from jute 
grown in India. The jute plant resembles a 
reed and requires a hot climate and swampy 
ground for its successful cultivation. 


Making Plain Linoleum 


The cork comes in bales of about 250 
pounds each, which are broken up in the 
receiving shed and ground into small granules. 
The loose cork is then conveyed to a bin in 
the top of the cork mill. This bin feeds 
through chutes into burr mills, where the 
cork is ground like flour. Next, it goes to 
the bolting machines and is run through a 
series of wire sieves, and when it comes out 
of the last one it is as fine as powder. In 
fact, it is called, ‘‘cork flour.” 

The linseed oil comes to Lancaster in 
tank cars—thousands of gallons at a time— 
direct from the refineries. A sample is first 
taken from every car and tested in the 
chemical laboratory. Every gallon must be 
right up to standard, for poor oil can cause 
more trouble than almost anything else. 

The oil is pumped from the tank cars into 
a weighing house and then into big storage 
tanks that will hold from five to eight cars 
apiece. 

The next step is the boiling house. All the 
linseed oil is bought raw and boiled differ- 
ently for different purposes. The tempera- 
ture ranges anywhere from 350 to 500 
degrees. The boilers are arranged on tracks 
so that if they should get too hot, they can 
be removed from the fire quickly. The oil 
is stirred continuously, and the thermome- 
ters in the kettles are watched closely. 

The boiled linseed oil is pumped into 
movable conveyors in the top of the oxidizing 


sheds, which are about thirty feet high. 
These conveyors have little holes in the bot- 
tom and as they travel from one end of the 
sheds to the other, the oil runs through onto 
sheets of scrim that are hung from the ceilings 
clear to the floors. As it runs down these 
sheets, it gradually absorbs oxygen from the 
air. That is the reason why the sheds are 
called oxidizing sheds. The heat—80 to 
100 degrees—and the oxygen together turn 
the oil into a semi-solid form. 


Making the binder or “‘cement’’ used in the manufacture of lino- 
leum. It consists of oxidized linseed oil, kauri gum, rosin, etc. 


The oxidized oil is cooked in big kettles 
that hold about three tons apiece. While it 
is boiling, rosin and several other materials 
are mixed in, including kauri gum—the 
fossilized sap of pine trees, dug out of the 
ground in New Zealand. After it has been 
boiled just enough, the cement is poured into 
concrete basins to cool. Later, it is cut up 
into chunks about one foot square and four 
cr five inches thick, and sent along to the 
mixing building to be mixed with the cork 
flour. 

Here the mixture is put through one 
machine after another until the cement and 
the cork are thoroughly mixed. Then the 
mix is pulverized and dropped down to one 
of the calendering machines, which consists of 
a series of heated steel rollers weighing about 
twenty-six tons each. The cork and cement 
mixture comes in at the top and the burlap 
at the bottom, and the two are pressed 


A glimpse inside an oxidizing shed, showing the edges of the pieces 
otiscrim on which the oillis oxidized 


The oil is allowed to run down on the scrim 
twice a day for two or three months until the 
coating becomes nearly an inch thick. Then 
the sheets are taken down and dusted with 
whiting so that they will not stick together. 
This method of oxidizing oil is a very tedious 
process, but it makes the linoleum tougher 
and more durable. 

Over in the “cement” plant, where they 
go next, these “skins” or sheets of oil and 
scrim are run through metal rollers and 
reduced to pulp. The “cement” is simply : ae 
the binder that holds the pulverized cork PTS Tee e 


The cork flour and “cement’’ are mixed together thoroughly in 


together. It 1S made mn this way: a series of machines like this 


42 


The mixture of cork and “‘cement’’ is then pressed on the burlap 
backing by ponderous calendering machines 


securely together. Immense as the calender- 
ing machines are, they can be adjusted for 
variations in thickness as fine as | / 1000 of 
an inch. The distance the rollers are left 
apart, of course, determines the gauge of the 
linoleum. 

The plain linoleum passes then from the 
calenders into the “‘stoves.’’ These stoves 
are big brick drying rooms for seasoning the 
linoleum. They are very long and narrow, 
and about sixty-five feet high. It is an 
impressive sight to see—literally miles of 
linoleum hung up to dry in forty-five-foot 
loops, reaching almost the full height of the 
stove. 

The linoleum remains here to season for 


Cutting a printing block 


from one to six weeks—depending on the 
thickness. If it is plain or battleship linoleum 
this ends the actual manufacturing process, 
except for trimming off the selvedge. But if 
printed linoleum is wanted, the seasoned 
plain goods are drawn out of the opposite 
end of the stoves to the printing machine. 
But before we describe the method of printing 
linoleum, let us see how the patterns and 
colors are made. 


Making Printed Linoleum 


First the designs are all drawn on paper, 
and the ones that look best are selected. 
These are handed over to the block cutters, 
who transfer them onto specially made 
blocks. These blocks are made of four layers 
of wood, each with the grain in a different 
direction, to 
prevent warp- 
ing or twisting, 
and are about 
eighteen inches 
square and two 
inches thick. 
The face of 
the blocks is 
channeled, leav- 
ing strips about = 
one-sixteenth of 
an inch apart. 
The parts of the 
pattern to show 
in the design are 
colored, and the 
remainder of 
the strips cut 
away. Or, if it 
is made up of 
diagonal lines, 
as in some wood 
patterns, the 
design is traced on a plain wood block and 
strips of brass are hammered in. For put- 
ting in outlines, cuts similar to those used in 
newspapers are made out of metal and tacked 
on the wood blocks. The channeled blocks 
are for printing solid masses of color or heavy 
lines. For outlining, metal has to be used. 

Each color in the pattern has to have a 
different block. Some of the Armstrong 
patterns have as many as thirteen colors in 


One of the “‘stoves’’ where the 
linoleum is seasoned 


Testing various color combinations by hand printing 


them. In his desire to secure attractive 
designs, the designer first cuts eighteen-inch- 
square hand blocks for each pattern, and 
uses them for testing out color combinations. 
Forty to one hundred different colorings of 
each design are thus made up by hand 
printing. Each block is in turn pressed on 
a bed of paint of the proper color and then 
stamped on paper. 

When these various color combinations are 
finished, they are gone over carefully and 
three or four selected from the lot and the 
rest rejected. It is really a case of the sur- 
vival of the fittest, and whenever you see an 
Armstrong pattern, it is probably one of the 
two or three best color combinations out of 
a hundred. 

There is no guesswork about mixing the 
colors for the printing. The pigments, which 
come in powdered form, are first tested, and 
then to improve the finish on the goods, they 
are ground over several times. 

Every ingredient that goes into the paint 
is carefully weighed according to an exact 
formula, and the mix matched up with the 
shade desired and approved by the designer 
before any of it is used. This makes sure 
that repeat orders will bring exactly the 
same shades as the original order. 

To get back to the printing: The blocks 
used on the machines are duplicates of the 
small hand blocks already described, except 
that they are about six feet long. The 
printing presses are over 
forty feet in length. Instead 
of being stationary, they are 
on tracks so that 
they can be moved 
from in front of one 
stove to another. 
The seasoned plain 


Printing blocks 


linoleum comes out of the stove over a 
roller, passes under the press, and, before 
it reaches the printing bed at the opposite 
end from the stove, is carefully brushed so 
as to remove any dust on the surface that 
might spoil the printing. 

The blocks, face down, are automatically 
coated with the paint and then stamped on 
the linoleum. The first block stamps one 
color, the next one another, and so on. As 
the linoleum is printed, the press feeds it 
back into the stove, where it is hung up 
again for six or seven days for the paint to 
dry. 

Then it goes to the trimming machine, 
where knives on each side trim off the sel- 
vedge. As this is being done, the linoleum is 
inspected for flaws, measured automatically, 
and then cut up into rolls of approximately 
sixty square yards. 


44 


A close view of a portion of a linoleum printing machine 


As a last precaution the linoleum is placed 
on the inspection tables for a final examina- 
tion. These tables are long enough and wide 
enough to accommodate a whole roll at a 
time. Here the goods are carefully inspected 
under skylights, and if all right, are re-rolled 
and sent to the stock room. . 

The stock rooms are in effect warehouses 
that cover acres of space. On one side of 
them is the shipping platform with its sid- 
ings for cars. The cork, oil and other 
ingredients come in at one side of the plant, 
and the finished linoleum goes out at the 
other side. There is no lost motion any- 
where in the mill. 


Making Inlaid Linoleum 


The inlaids may have a half dozen or 
more colors, and each color has to be mixed 
separately. For “‘straight-line inlaid’’ the 
process is just the same as for printed lino- 
leums until the calendering machine is 
reached. Here instead of being pressed onto 
the burlap, each color is rolled out separately 
into sheets like biscuit dough. Wood flour 
has to be used for the lighter colors—white, 
light blue, etc.—instead of cork flour, which 
is brownish in hue. 


From the printing machines the linoleum passes back into the 
“stoves” for the paint to dry 


After the mix is rolled out into sheets, 
the pieces for ‘‘straight-line inlaid’ are 
stamped out mechanically in the right shapes 
and placed where they belong on the burlap, 
to make the pattern. Then these pieces and 
the burlap are forced together under heat at 
a pressure of twelve hundred pounds to the 
square inch. Practically all this is done 
automatically. The steel dies for a single 
pattern cost thousands of dollars. 

The “‘granulated’”’ or mottled inlaid is 
made in an entirely different manner. 
Instead of being rolled into sheets, the mix 
is pulverized. Then it is placed in cold 
storage, until needed, so that it will not stick 
together and clog the stencils. Next, it is 
carefully sieved to take out all lumps, and 
finally it is conveyed to the inlaying machine. 


Press end of the straight line inlaid machine 


This machine consists of a big press and a 
number of metal stencils—one for each 
color of the pattern that is being made. The 
stencils are two yards or four yards wide—- 
whichever width is being made—and about 
five feet the other way. The holes in them 
are cut so as to correspond with the figures 
in the pattern. The work of cutting and 
filing the stencils is done largely by hand. 

Now, suppose a four-color pattern is being 
made on the machine. The bed is covered 
with burlap, which comes in from a roll at 
one end. The four stencils are mounted in 
frames above the burlap. Scoopfuls of the 
properly colored granulated mixtures are 
thrown simultaneously on each of the four 
stencils, and worked through the holes, so 
that the several colors drop down on the 
burlap and form the pattern. Any surplus 
that does not go through the holes is scraped 
off. The stencils are then lifted slightly, 
and the burlap (carrying the loose mixes 
properly arranged on the surface) pulled 
gently along as far as the next stencil, when 
the process is repeated. 

Finally, after the burlap passes under all 
the stencils, the pattern is completely worked 


45 


Filing metal stencils used in making granulated inlaid linoleum 


One of the granulated inlaid machines 


out—the surface of the burlap being’ entirely 
covered. Then oiled paper, which comes 
from a roll above the machine, is laid over 
the top and the loose mixtures, burlap and 
paper—altogether—are subjected to heat and 
pressure of a ton to the square inch, which 
keys the mixes onto the burlap. Afterwards, 
of course, the paper is easily peeled off the 
surface. The pressing naturally forces some 
of the colors over into the others. 
lines of the different figures are not as clean 
cut as in the “‘straight-line”’ goods. 


Finishing presses for inlaid linoleum 


So the 


Before the inlaid is placed in the stoves to 
season, it is passed through the finishing 
presses that smooth and harden the surface. 
Then as it enters the stoves, the back is 
coated with red paint which acts as a pre- 
servative for the burlap. The inlaid has to 
stay in the stoves anywhere from two to six 
weeks, depending on the thickness. 

The colors in inlaids dry out differently. 
Only an expert can tell just how much they 
will change. A man has to know his busi- 
ness or there is liable to be a big loss in “off” 
shades. That means skilled specialists for 
this class of work. 

Every other week the executives and the 
foremen of the different departments get 
together and talk over things in general. 
Perhaps somebody has an idea for a new 
process that will make linoleum better, or 
somebody else may have in mind a new 
feature for some machine. When fifty-five 
experienced men get to thinking along the 
same lines, things are bound to happen— 
and do happen in the Armstrong plant. 


The final inspection 


Linoleum Lecture Outfits 


For the benefit and instruction of salesmen 
who wish to familiarize themselves with the 
processes of linoleum manufacture, several 
“Lecture Outfits” have been prepared by the 
Armstrong Cork Company. One of these 
will be loaned, for a limited period, free of 
charge, to any merchant who is willing to 
pay the express charges both ways. Each 
outfit is packed in a box thirty-one inches 
long by sixteen inches wide and ten inches 


46 


deep, weighs approximately seventy pounds, 
and contains the following: 


Three printing blocks, a piece of virgin cork and a 
sample of cork bark (scraped); one bottle of linseed 
oil; nine bottles of the dry colors used in printing; 
a sample each of printed, granulated inlaid, straight 
line inlaid and battleship linoleum, and cork carpet; 
one jar each of cork waste, cork flour, oxidized 
linseed oil, cement, linoleum mix, flaxseed, rosin, 
kauri gum, jute and burlap. 

Applications for these outfits should be filed 
several weeks in advance. 


How to Lay and Care for Linoleum 


The best linoleum is only as good as it is laid. 
Nine out of ten complaints received by the average 
merchant may be traced to improper laying or 
improper treatment on the part of the purchaser. 
To build a successful linoleum business, it is, there- 
fore, essential that the salesman be thoroughly 
familiar with this subject and emphasize its impor- 
tance in dealing with his customers. 

The methods here outlined are based on the 
practical experience of experts who make linoleum 
laying a profession. Any careful workman can put 
linoleum down to stay, if he will follow the directions 
here given, step by step. 

There is only one ideal way to lay linoleum over 
concrete or wood, and that is to paste it down over 
a layer of heavy felt paper and seal the joints with 
waterproof cement. This adds to the cost, but the 
use of the felt layer positively increases the life of 
the linoleum and insures a permanent, satisfactory 
floor. When the many advantages of this method 
are explained to customers, few will be unwilling 
to pay the extra expense. In fact, the cost in the 
long run is less than where makeshift work is done, 
since the possibility of having to tear up and replace 
the linoleum because of bulging or cracking, due to 
faulty laying, is eliminated. 

Advantages of the Felt Under Layer: The advan- 


tages of using a layer of felt are many. They include: 


1. On wood floors, the work of laying can be 
completed in a single trip. Ordinarily the floor can 
be used at once—while the work is in progress, if 
necessary. On concrete floors, the felt is laid one 
day, and the linoleum the next. 


2. The felt layer acts as a cushion, and makes the 
floor delightful to walk upon. Its use positively 
increases the life of the linoleum. 


3. The felt layer deadens sound. 
floor much warmer in winter. 


4. When properly pasted to the felt, the lionleum 
cannot bulge, expand or contract. Retrimming is 
unnecessary. 


5. All floors—particularly wood—are subject to 
expansion and contraction, due to heat and cold. 
The felt takes up this expansion or contraction, and 
prevents cracking or breaking which is apt to occur 
when linoleum is cemented to wood. 


6. The linoleum can be removed without damage 
and with little difficulty, if occasion should arise. 


It makes the 


Directions for Laying Linoleum 
Over Felt 


Materials Required: \n addition to the linoleum 
selected by the customer, the following materials 
are needed: 

1. Enough building felt to cover the entire floor 
area. This is the ordinary gray, unsaturated felt 
used by builders, commonly known as deadening 


47 


felt. It comes in three-foot widths. It is made by 
a number of manufacturers, and can be secured 
through your local lumber yard or hardware dealer. 
The grade that should be used weighs one and one- 
half pounds to the square yard. 


2. Armstrong’s Linoleum Paste for pasting the 
felt to the floor, and the center of the linoleum strips 
to the felt. One gallon of paste will cover about one 
hundred square feet of space. Order approximately 
enough to cover twice the area of the floor space. 

3. Nonpareil Waterproof Linoleum Cement for 
all seams, edges, and openings. In general, one 
gallon of Nonpareil Waterproof Cement has a 
spreading capacity of sixty to eighty square feet, 
depending on the roughness of the surface to be 
covered. For seams and edges only, one gallon will 
suffice for fifty to sixty square yards of goods. 


4. A special iron roller, weighing about 150 
pounds, for rolling the felt and the linoleum, is 
ordinarily employed by contract layers. A hollow 
cylinder roller, like those used for lawns, may be 
employed. The proper use of a roller makes largely 
for success in linoleum laying. 


5. A linoleum knife for cutting seams and around 
edges. 


6. A standard four-inch paint brush for applying 
the linoleum cement. A calcimine brush for applying 
the linoleum paste. 


7. Face bricks, sand bags, or other satisfactory 
weights for weighting seams and edges. 


High Grade Cement Must Be Used: Nonpareil 
Waterproof Linoleum Cement is specifically recom- 
mended for cementing linoleum. It is highly 
dangerous to use a cement of unknown quality. 
There are some such on the market which have sili- 
cate of soda or water-glass as their base. This sub- 
stance is the opposite of water-repellent; it is water- 
attracting. Its ingredients, under certain conditions, 
undergo chemical changes, and become highly 
destructive. 


Handling Rolls of Linoleum: In cold weather, 
linoleum becomes brittle, and if unrolled when cold, 
is apt to crack. Before laying linoleum in the winter 
months, therefore, it should be kept in a warm room 
for at least forty-eight hours before it is unrolled. 
Be sure to cut the string and loosen the roll when 
the goods are delivered. 


Cutting the Felt and Linoleum: A careful lino- 
leum layer will take precise measurements of the 
floor to be covered, and work out a definite plan for 
cutting the goods. Much material can thus be 
saved. Care should be taken not to cut either the 
felt or the linoleum too scant at any point. Patching 
takes time, and is unsightly. 


It is usually best first to cut the felt to fit the short 
way of the room. It should be carefully measured 


so the edges will fit flush with the baseboard. The 


quarter-round floor moulding should always be 
removed before laying the felt. 


In similar manner, the lengths of linoleum should 
be cut to fit the long way of the room, or across the 
lengths of building felt. It is well to cut both the 
felt and the linoleum a little long and trim to fit. 


Condition of Wood Floors: Whether the felt 
layer is used or not, all wood floors should be dry 
and well-seasoned before the linoleum is laid. The 
surface should be smooth and even, and free from 
all dirt or foreign matter. All cracks should be 
filled, and if knots or nails protrude, they must be 
smoothed down. This preliminary preparation of 
the floor is very important. 


When moisture cannot escape, mildew or mold 
will set in. This explains why it is so essential to 
have the floor thoroughly dry. 


Condition of Concrete Floors: New concrete 
floors cannot be considered absolutely dry in much 
less than three or four months after construction, 
depending on season, weather and other conditions. 
Moisture in the floor will neutralize the effects of 
any cement, and the action of mold or mildew will 
set in wherever moisture has no opportunity to 
evaporate. It is essential, therefore, that the 
linoleum be not laid until the concrete has had time 
to season and dry thoroughly. 


Not only must the concrete floor be thoroughly 
clean and free from all foreign matter and dirt, but 
any cracks should be filled with plaster of Paris, 
especially the expansion (V) cracks; otherwise, 
these cracks in time may show on the linoleum 
surface. 


Caution is recommended when laying linoleum 
over concrete in basements. No matter how well 
built, they are likely to be damp. Before linoleum 
is laid in any basement, the floor must be thoroughly 
waterproofed. Ask for further information before 
undertaking to do work of this kind. 


Laying the Felt: The preparations for laying the 
felt are much like those for hanging wall paper. 
Place the first width of felt closely along the side 
of the wall and trim the ends to fit snugly. Then 
turn one end of the loose felt back about half way 
and apply Armstrong’s Linoleum Paste (non- 
waterproof) evenly with a calcimine brush to the 
back of the felt. Enough paste should be used to 
insure firm adhesion of the felt to the floor. When 
ready, replace the paste-covered half in position on 
the floor. As this is done, the felt can be pressed 
out with the hands or feet. All air blisters must be 
completely smoothed out. 

Next the other half of the width of felt, in like 
manner, is turned back and given its coating of 
paste, and then put into position on the floor. The 
ends must not be cut too short; they should butt 
up tight against the wall or baseboard. The roller 
is then used to smooth out the felt, and insure its 
firm adhesion to the floor. 

The other widths of felt are treated in exactly the 


= 
s a Ainch margin Lh 
In applying linoleum paste left bare for 
to the surface of the felt, a ealenesies 
margin four inches wide 
should be left bare along 


the edges, seams and ends. 


x 

= 4inch margin 
left bare for : 
Waterproof Cement ~ 


“E> Ee. 


Chalk line : 
as guide < Ye, 


Fig. 1—Method of Applying Paste and Cement to Felt Paper 
Armstrong's Linoleum Paste is applied to the surface of the felt, not 
to the back of the linoleum. space four inches wide is left bare 
at each side and end of the strip. The linoleum is then put in place 
and rolled. Later, when the paste has set, the edges of the lincleum 
are lifted, and Nonpareil Linoleum Waterproof Cement applied to 
the felt as far back as the paste will permit. 
same way as the first. Butt the edges carefully; 
be sure the felt does not lap, as this would make a 
ridge under the linoleum. The seams must fit 
closely. The felt should be cut to fit neatly around 
built-in furniture, radiator feet, pipes, and the door 
jambs and sill. Careful workmanship is essential. 


If possible, let the felt dry for several hours before 
proceeding with the rest of the job. But in the case 
of wood floors, if time is limited, or only one room 
is to be done, the linoleum can be laid over the felt 
at once, before the paste is entirely dry. On con- 
crete floors the felt should be allowed to dry for 
twelve hours before the linoleum is laid. 


Fitting the Linoleum: The widths of linoleum, 
cut to measure as previously described, can best be 
handled in the room in rolled-up form, ready for use. 


The first width of linoleum is fitted into position 
against the wall. Press the edges firmly against the 
baseboard or wall, and, using a linoleum knife, cut 
to fit neatly. By careful work, a very tight joint 
against the wall, or other surface, can be secured. 
In fitting linoleum around pipes, it should be cut 
neatly from the edge of the piece along a straight 
line, and just enough material should be removed to 
make the linoleum fit snugly around the pipe. A 
good layer is known by the way he fits his linoleum 
to the walls and around permanent projections in 
the floor. 

Applying the Paste: When ready finally to lay 
the linoleum, draw a chalk mark along the edges of 
the piece to indicate on the felt where the linoleum 
seams will come. This will serve as a guide in 
applying the paste. One end of the width of goods 
is then rolled back a little more than half way. 


The workman then assumes a position in front of 
the roll of linoleum as shown in Figures | and 2, 
and applies the paste evenly on the felt, not the 
linoleum, to within four to six inches of each side 
and each end, as indicated by the chalk marks. This 
four to six-inch space is left bare for the later 


48 


application of Nonpareil Waterproof Linoleum 
Cement. Wherever the linoleum has to be cut and 
fitted around pipes, projections, etc., a similar 
uncoated space is left. 

When the top surface of the felt has thus been 
properly coated with paste, the linoleum is unrolled 
into position, :and pressed firmly in place with the 
hands or feet, using a small piece of cloth to pro- 
tect the linoleum. The other end of the linoleum is 


Fig. 2—Applying the Faste to the Felt 


Every square inch of the felt surface, except a four-inch margin 
along the edges, seams and ends of the linoleum strips, is thoroughly 


covered with Armstrong’s Linoleum Paste. The chalk mark serves 
as a guide to the workman. 


next rolled back, and the felt on that side is similarly 
coated with paste. The linoleum is carefully rolled, 
and all air blisters completely smoothed out. Along 
the ends, the linoleum will ride or extend up slightly, 
and must be cut to fit snugly into place. 

If plain, jaspé or granite linoleum or cork carpet 
is being laid, put down the next width of goods so 
that its edge will lap the piece already down, along 
the seam. This overlap may extend from one-half 
to three-fourths of an inch. In laying inlaids or 
prints, however, the edges should be butted tightly 
against each other (not lapped) so as not to spoil the 
matching of the pattern. 


In turn each length of linoleum is pasted to the 
felt-covered floor. In each case, the edges and 
seams are free, and can be lifted to receive the 
necessary coating of Waterproof Cement. 

As in the case of the felt, it is advisable to allow 
the paste under the linoleum to dry. If several 
rooms are being done, the workmen can proceed to 


Fig. 3—Fitting the Seams 


Both overlapping seams are cut through at the same time. A perfect 
joint results. Seams fitted in this way aie well-nigh invisible. 


49 


the next room. On a small job, however, it is safe 
to finish the operation after two or three hours. 


Fitting the Seams: If plains, jaspés or cork carpet 
have been laid in accordance with the directions 
given on this page, the linoleum strips will overlap 
from one-half inch to three-fourths inch, or even 
more at the seams. Here is where the fine art of 
the linoleum cutter comes in. Practice makes 
perfect as in any other kind of work. 


Figure 3 shows a workman cutting the seams. He 
takes the cutting knife in his right hand and guides 
the blade with his left hand. Beginning at one end, 
he cuts through with one stroke both the top layer 
of linoleum and the layer beneath, which it over- 
laps. The knife is held perfectly perpendicular to 
insure a straight up-and-down cut. Two strips of 
linoleum are cut off, and a perfect joint between 
the edges of the two pieces of linoleum must result. 
A good cutter will trust his eye to help him make a 
straight cut. For the inexperienced, a chalk line 
may be used as a guide. Seams fitted in this way 
are well-nigh invisible. Remember, this method of 
fitting seams cannot be used on a patterned linoleum. 


Cementing the Seams: A high-grade waterproof 
cement should be used for cementing the seams. 


Fig. 4—Applying Nonpareil Linoleum Waterproof Cement 
to the Felt 


After the paste has set, the edges of the linoleum are lifted, and 
waterproof cement is applied to the felt as far back as the paste will 
permit. This insures watertight joints. 


This is necessary to prevent moisture getting under 
the linoleum. Especially under sinks and radiators, 
or around pipes, is the use of waterproof cement 
essential. Nonpareil Waterproof Linoleum Cement 
is guaranteed for this purpose. 


The edges of the linoleum should be lifted up as 
shown in Figure 4, and the brush pushed under, until 
a good thick coating of waterproof cement is obtained 
for four to six inches back (as far back as the paste) 
on both sides of the seam and around all the edges. 
This work cannot be done too well. The cement is 
applied only to the felt. If any cement should get on 
the surface of the linoleum, remove it at once, with 
alcohol. 


Rolling the Linoleum: As soon as the seams and 
edges are cemented, the roller should be used to press 


Fig. 5—Rolling the Linoleum 


The use of the roller secures good adhesion and makes the seams 
practically invisible. 


the linoleum into place. The roller should be run 
over the entire seam repeatedly, until all is even and 
perfectly smooth. If one of the edges at the seams 
should still stick up slightly above the other, a light 
hammer should be used to tap the edge gently into 
place. After rolling the joints, they will become prac- 
tically invisible and will be watertight. See Figure 5. 


Weighting the Seams and Edges: To hold the 
freshly-cemented seams and edges firmly in position 
to dry, it is necessary to weight them down. Good, 
clean, heavy-face bricks (or sand bags) are generally 
available and can be used for this purpose, as shown 
in Figure 6. Along walls and in corners place the 
bricks carefully so as to force the linoleum down at 
these important points. An experienced layer can 
tell by the sound of the brick against the linoleum 
when perfect adhesion has been secured. The 
weights should be kept in position for at least twenty- 
four hours, by which time the cement will have set 
firmly. If necessary, the floor can be used even 
while the work is being done. 


Some layers put paper under the bricks to prevent 
scratching the surface of the linoleum. When the 
cement has dried sufficiently, remove the weights 
and replace the quarter-round moulding in position, 
taking care to do this work neatly. 


A Permanent Floor; Linoleum installed over felt 
paper in the manner described is waterproof and 
cannot buckle or “creep.” It is practically a per- 
manent floor and will last longer than linoleum laid 
in any other fashion. Because of the increased satis- 
faction such a floor gives, it will be decidedly to your 
advantage, in the long run, to convince your cus- 
tomers of the desirability of having the store’s skilled 
workmen lay their linoleum for them, following this 
method. 


50 


Laying Linoleum Without 
Felt Under Layer 


The laying of linoleum directly upon the floor 
without a felt layer, is not recommended. There are 
occasions, however, when linoleum is purchased to 
meet a less permanent need, as in apartment houses, 
stores and offices, where tenants have short leases, 
in which cases customers may be unwilling to pay 
the extra cost that the use of felt involves. Careful 
workmanship then becomes all the more essential, 
as poor laying will inevitably cause trouble and 
necessitate doing the work over. 


Directly on Wood Floors 
Without Felt 


As explained on page 48, the wood should be dry 
and well-seasoned, the surface smooth and even. 
In time, linoleum will conform to all the inequalities 
of the floor, and breaking is apt to occur if it is 
uneven. Make sure the floor is perfectly dry. 


Cutting the Linoleum: Remember the caution 
about handling linoleum in cold weather. Unroll it 
only after it has been kept in a warm room for 
forty-eight hours. See page 47. 


Take precise measurements of the floor and be 
careful not to cut the linoleum too scant at any 
point. If possible, the length of the linoleum should 
run crosswise to the direction of the boards, as it 
will thus take up any slight inequalities to better 
advantage. However, always endeavor to cut the 
linoleum to the best advantage. 


Letting Linoleum “Grow”: After linoleum has 
been rolled tightly for several weeks or months, it is 
bound to expand or “grow” for some time after it 
is laid flat. Where there is heavy traffic, and the © 
floor is much used, it may take only a week or so for 
the linoleum to stretch. In most residences, how- 
ever, it takes from two to four weeks to overcome 
the “growing” tendency. 

Therefore, in laying linoleum over a wood floor, 
allow for expansion. The following method is 
recommended to take care of this expansion tend- 


mal | 


Fig. 6—Weighting Seams and Edges 
To hold the seams and edges firmly in position for the cement to 
dry, face bricks are used to weight them down. Sand bags may be 
used instead of bricks. 


ency and insure a floor that will be reasonably free 
from the troubles that are sometimes met with 
when linoleum is laid directly on wood. 


Remove Floor Moulding: First, remove the 
quarter-round floor moulding around the baseboard. 
Cut the linoleum scant at each end just so the edge 
will be covered by the quarter-round moulding when 
this is replaced. Along each side wall the linoleum 
is not placed tight against the baseboard, but, just 
as at the ends, a space of one-eighth to one-half inch 
is left. The edges of the linoleum along all seams 
are butted against each other. See Figure 7. 


When laid in this manner, the linoleum will have 
opportunity to expand under the edge of the quarter- 
round moulding. When the quarter-round moulding 
is replaced, it must not be nailed to the surface of 
the linoleum, but to the baseboard only. It must 
not bind the linoleum at any point. 


Fig. 7—Laying Linoleum on Wood Floors, Without Felt 


In laying linoleum on a wood floor, to allow room for expan- 
sion, aspace 1% to 14 inch wide is left between the baseboard 
and the edge of the linoleum, as shown at A. he quarter 
round moulding is nailed to the baseboard (see B) an 

does not press tightly against the surface of the linoleum. 


The linoleum should be given plenty of time to 
expand. Should a buckle or air-bubble develop, it 
should be smoothed or rolled out, and, if necessary, 
the end or edge of the linoleum under the quarter- 
round moulding cut back a trifle. 


Many linoleum layers make the mistake of brad- 
ding linoleum in one or two places during the 
expansion period. This should never be done. 
Linoleum cannot expand properly if even one or two 
brads are used. 


If possible, heavy furniture should be kept off the 
floor during this time, as it prevents expansion. If 
such furniture must be used in the room, move it 
from one part of the room to another every few days. 
Give every foot of the linoleum a chance to expand. 


In many cases no further fastening will be neces- 
sary. The quarter-round moulding will be all that 
is required to hold the linoleum in place. This is 
especially true in private houses. If not necessary, 
do not brad the linoleum. 


5| 


Fitting Around Pipes and Projections: he 
inoleum layer who does not fit the fabric neatly 
around radiators, waste pipes, etc., is not a good 
workman. Wherever possible, insist that gas stoves, 
kitchen ranges, or any other movable equipment be 
disconnected so the linoleum can be laid underneath. 


Fastening the Linoleum: Where it is necessary to 
fasten the linoleum to wood floors, use No. 18, 
three-quarter-inch wire brads. Do not use carpet 
tacks. The brads should be set in one-eighth inch 
to one-quarter inch from the edge or seam, and 
should be spaced about four inches apart around the 
edges and three inches apart on seams. The brad 
should be driven down until its head is lost in the 
surface of the linoleum. 


Directly on Concrete Floors 


Without Felt 


The advantages of using a felt layer over any floor, 
including concrete, have been stated on page 47. It 
acts as a cushion between the linoleum and the hard 
base. If, however, the customer decides against the 
use of the felt layer, the linoleum may be pasted 
directly to the floor. 


Floor Must Be Dry: Read the caution about laying 
linoleum over concrete floors, on page 48. It is 
essential that linoleum be not laid until the concrete 
has had time to season and dry thoroughly. 


Applying the Paste: In laying linoleum directly 
over concrete, Armstrong’s Linoleum Paste should 
be used for the center of the strips, and Nonpareil 
Waterproof Cement for the seams and edges. Remove 
all foreign matter and dirt, and put the first linoleum 
strip in position. A chalk mark drawn on the floor 
along the edges of the linoleum will serve as a guide 
in applying the paste. Roll back half the length of 
the goods and apply a thick coating of the paste to 
the concrete floor, to within four to six inches of 
each edge and seam. Replace the first half of the 
linoleum, and repeat the operation with the other 
half. Then roll the surface of the linoleum thor- 
oughly with the 150-pound iron roller and smooth 
out all air blisters carefully. 


In laying the succeeding widths of linoleum, 
remember that the edges of inlaid and printed goods 
must be butted tightly against each other. On plain 
goods, jaspés, granites and cork carpets, however, 
the edges may be overlapped one-eighth to one-half 
inch, and the seams made perfectly tight by cutting 
in the manner described on page 49. 


Cementing Edges and Seams: After the centers of 
all the strips have been pasted to the floor, the lino- 
leum should be carefully fitted along all edges and 
seams. Finally the edges of each strip should be 
lifted and Nonpareil Linoleum Waterproof Cement 
applied to the concrete underneath, as far back as 
the paste will permit. (See Figure 4 on page 49.) 
Weights, such as pressed bricks or sand bags, should 
then be placed along the freshly-cemented edges and 
seams, and allowed to remain for twenty-four hours. 


How to Care for Linoleum 


When given reasonable care and treatment, lino- 
leum floors will last for years and retain their 
attractive appearance indefinitely. They are easier 
to keep clean than hardwood and require less atten- 
tion. 


Cleaning Linoleum: As it does not catch dirt 
readily, the daily sweeping of linoleum is a very 
easy task. Sweeping should be followed each day 
by the use of an oil mop. Under most conditions, 
that will be all the cleaning required. 


A mild soap—one free from alkali—with tepid 
water is the only cleaning agent that should ever be 
employed. The water should not be hot, and the 
linoleum should be rinsed with clear water and 
dried thoroughly immediately after it is washed. 
It is best to wash and dry about one square yard at 
a time. When a mop is used, the surface should 
never be “‘flooded”’ with water. 


Avoid Caustic Soaps: Contrary to the idea held 
by a good many housewives, certain well-advertised 
cleaning soaps and washing powders are not good to 
use on linoleum. In fact, some of them are positively 
detrimental, as they contain alkalis. The chemical 
action of strong caustic or alkali destroys the linseed 
oil and cork in linoleum, just as it does varnish on 
hardwood. This action will not be apparent until 
a cleansing agent of this kind has been used for 
some time. In printed linoleums, the caustic or 
alkali will attack the painted surface much more 
quickly than the surface of inlaid or plain goods. 


The best rule is to caution your customers to 
avoid the use of all soda, lye, potash, cleaning pow- 
ders, and strong scouring soaps. A good brush and 
a little ‘‘elbow grease,” with mild soap and warm 
water, will clean linoleum thoroughly. 


Polishing Linoleum: Linoleum will last longer, 
and the brightness of the colors be retained and 
renewed, if the surface is gone over occasionally 
with a good polish or floor wax, thoroughly rubbed in. 
In Europe, where housewives take great pride in 
their floors, polishing their linoleum is an important 
part of the routine housework. Under such treat- 
ment, the floors always look new and last for many 
years. 


There are a number of good floor preparations on 
the market, such as ““Johnson’s Prepared Wax,” “Old 
English Wax,” “Liquid Veneer,’ or “O-Cedar 
Polish,” which will give excellent results. A home- 
made polish that is quite satisfactory is easily pre- 
pared by dissolving, under slow heat, equal parts by 
weight of beeswax and turpentine. Care must be 
taken to avoid setting this mixture on fire in pre- 
paring it. Whatever the polish, use it sparingly and 
rub it in thoroughly. 


3/3 


Waxing Machine: For large offices and business 
buildings, an electric floor waxing machine has been 
devised which materially reduces the labor and cost 
of keeping linoleum floors clean and polished. A 
good floor wax is applied once or twice a month, 
depending on the amount of traffic. Each night 
the workman goes over the floor with the electric 
machine, which removes footmarks and puts the 
floor back in its original polished condition. Full 
information about this machine will be sent upon 
request. 


Heavy Furniture on Linoleum: The castors ordi- 
narily used are apt to cut into linoleum if the 
furniture is heavy. Therefore, advise your trade to 
use glass or metal shoes. These sliding shoes have 
a wide bearing surface, and no rough edges. They 
are made in several sizes, have a similar shank to 
that ona regular castor, and will fit the same sockets. 
On chairs, rubber tips will answer the same purpose. 
Caution your customers always to lay a piece of 
carpet on the floor, or a board, when moving very 
heavy furniture, to prevent marring the surface of 
their linoleum. 


Storing Linoleum: Linoleum in stock should 
always be kept in a warm, dry room. Remember 
that linoleum is a fabric and is susceptible to damage 
from moisture, steam or excessive heat. Keep it 
away from leaky steam radiators or pipes. Do not 
store it in damp cellars. It is better to store lino- 
leum rolls on end, if possible. 


Booklet for Your Customers 


To help the merchant edu- 
cate his customers to the 
advantages of having linoleum 
laid properly, a simple booklet, 
3'/) x 6 inches in size, has been 
prepared for the merchant to 
distribute to his trade. This 
booklet, entitled, ‘‘How to Lay 
and Care for Linoleum,’’ in 
addition to a brief description 
of the method of laying lino- 
leum over a layer of felt paper, 
emphasizes the importance of 
having the merchant’s experi- 
enced linoleum layers do the 
It also contains facts about the care of 


work. 
linoleum that every housewife should know. 


These booklets will be supplied free, upon request, 
in lots of 200, with the merchant’s name imprinted 
on them. Additional lots will be sent postpaid for 
fifty cents per hundred copies, including imprinting. 
In ordering, it should be definitely stated how the 
firm name is to be imprinted on the cover. 


The Armstrong Line 
_ Among the products manufactured by the Armstrong Cork 
Company are the following: 


Corks of every description 


ty Cork Discs and Washers 

: Bungs and Taps a Insoles Handies 
Carburetor, and Gasoline Floats Bath and Table Mats 

ake Preservers Buoys Yacht Fenders 


ae Cork Gaskets for Motor Cars 


“Aone 's Linoleum—plain, printed and inlaid 


; Nouparad Cork Floor Tiling—for libraries, museums, billiard rooms, bathrooms, etc. 


Linotile—for flooring offices, banks, theatres, kitchens, pantries, elevators, etc. 


Circle A Cork Paving Brick—for stables, shipping platforms, warehouses, etc. 
Nonpareil, Acme and Eureka Corkboard—for insulating cold storage rooms 
Nonpareil Cork Covering—for cold pipes 
Nonpareil High Pressure Covering—for steam lines, boilers, ete. 


Nonpareil Insulating Brick—for boiler settings, furnaces, retorts, ovens, etc. 


: Nonpareil Cork Machinery Isolation—for deadening the noise of fans, 


Raprol Cork—for Textile Roll Covering 


presses and motors 


Korxole—Flexible Cork Innersoling for Shoes 
Granulated Cork 
Cork Specialties of every description 


